That mysterious "something" is just Printed Persuasion, and its other name is "Reason-Why Salesmanship-in-Type."

It is that sapient "something" which makes one Advertiser rich in a few years, while lack of it ruins others who buy their Space equally cheap, pay 5 per cent less commission, and spend equally large appropriations.

That "something" is "Reason-Why" and Conviction, saturated into the copy, so that the Reader must believe the statements of merit thus claimed for the article.

Mere brilliance in Advertising fails utterly to produce such profitable results (sales) if it lacks conviction. The "seeing," "admiring," or "reading with interest," of an Advertisement by the Public, avails little in dollars and cents, to the man who pays for the space, if it fails to CONVINCE the Public.

And, that conviction can be imparted, without accident, at will, by the few Advertising Man who have closely studied the thought-processes through which Conviction is induced, provided they have had the guiding light of experience with the facilities for comparing Results obtained from a large variety of Mail-Order Copy.

These results have invariably shown that it is far better to repeat one single Advertisement fifty times, if it be full of Conviction, than to publish fifty different Advertisements that lack as much Conviction, no matter how attractive, clever, or artistic, they may be.

In other words, one sound, convincing Advertisement will sell more goods than fifty brilliant, catchy, strikingly displayed "Ads" that have less conviction in them. The only mission of true General Advertising is to Sell Goods, by driving the People to the stores armed with such reasons and convictions that substitution will be difficult or impossible.

When Advertising is not selling goods (through Conviction), it is not doing as much as it can be made to do.

So, any Advertiser who accepts mere "General Publicity" or "Keeping-the-Namebefore- the-People" for his money, when he might have had all that and a positive selling force combined with it, is losing half the results he might have had from the same Space filled with sound Reason-Why Advertising.